Project Info
Scope
As a member of the Growth Design team for Software, I spearheaded a project to revamp the Acne Skincare Treatment acquisition landing page. The aim was to modernize the branding and enhance conversion rates.
Overview
How do you redesign a branding-wise outdated but high-traffic performance page without negatively affecting conversions?
The Software brand underwent a recent refresh, and this page was one of the few left with outdated branding and content. Over the past year, there have been attempts to redesign the page and align it with Software’s updated brand guidelines. However, each redesign effort has resulted in a decline in conversion rates. Nevertheless, it urgently requires an update from both a brand and legal standpoint. A significant portion of the content is outdated and lacks relevance to Software’s current offerings.
Before redesigning, I analyzed user interactions with the landing page using CrazyEgg heat maps. The before and after photos were the most interacted with, users were scrolling through the photos and even attempting to click on each one. This behavior is also consistent with Software's other landing pages. I used this to inform the starting point for the redesign.
A hero panel that optimizes for conversion
Since this is an acquisition landing page, the primary metric is conversion. A user landing on this page must be compelled enough by the above-the-fold elements to want to click on the primary call-to-action button or scroll further down to learn more about the offering.
The hero panel needed to answer the questions:
What is the product?
Who is the product for?
What are the benefits of the product?
Does this product actually work?
Paired with strong copywriting, I designed intentional elements to answer each question while maintaining the brand's clean look and ensuring that it doesn't overwhelm the user.
The copy is clear and concise, with consistent branding elements that align with the product experience (the red pills can also be seen in the in-app UI after being prescribed the acne treatment). The before-and-after slider answers one of the biggest questions potential patients have ("Does this product actually work?") while also creating a fun, interactive moment for the user. The Software treatment bottle also signals to the user that the offering is a topical treatment.
Combining SEO best practices and marketing needs
A key balance that we needed strike in this landing page is having sufficient educational and valuable content in order to rank well in search engines and having marketing-led elements that drive conversions. To hit both objectives, I designed this section that talks about the different types of acne (educational) while showing examples using before-and-after images of real Software patients (marketing-led).
Establishing trust and authority
Now that users understand the offering and its results, the next two sections should establish trust and authority to support the claims in the first two. Users who scroll further are usually high-intent but need more information before converting.
Software's mantra is "science meets skincare" and these two sections highlights that by pointing out key features of the offering and introducing the skin experts that act as advisers and consultants to the brand. To drive this point home, I included a carousel of before-and-after photos from existing Software patients and the ProductReview rating widget.
The final push
If the user made it all the way to the end of the page, we wanted to make sure that we are able to answer any lingering questions they still had and give them an avenue to contact the team for any support or clarification they need to make the decision to convert.
Results and next steps
We ran an A/B Test for two weeks and the redesigned landing page showed a statistically significant improvement of 54.33% in conversions for mobile and 33.33% improvement for desktop.
Final redesign
Next steps
After switching over to the redesigned landing page, we've uncovered a couple more learnings that the team could test for future experiments.
There are a lot of interaction within the FAQ section but no conversions in the CTA button that follows it. How can we utilize the FAQ section to empower users to convert?
Is there space to explore showing the cost of the treatment and all the inclusions in a more straightforward way?
There is significantly more interaction with the “Hormonal” pill button compared to the other types of acne. Is this something we can potentially explore further in ads, emails or a dedicated landing page?